Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort

Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort

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As a part of loyalty programs in marketing or as incentive plans in companies, mediums have attracted considerable interest from marketing and organizational behavior researchers. Previous studies focused mainly on the effects of mediums on people’s choices and not on the role of moderators of a med...

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Main Author: Rahimi Nejad, Mona
Language:en
Published: 2010
Subjects:
medium effect
Management Sciences
Online Access:http://hdl.handle.net/10012/5547
id ndltd-WATERLOO-oai-uwspace.uwaterloo.ca-10012-5547
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spelling ndltd-WATERLOO-oai-uwspace.uwaterloo.ca-10012-55472013-01-08T18:53:58ZRahimi Nejad, Mona2010-09-30T13:54:17Z2010-09-30T13:54:17Z2010-09-30T13:54:17Z2010-09-27http://hdl.handle.net/10012/5547As a part of loyalty programs in marketing or as incentive plans in companies, mediums have attracted considerable interest from marketing and organizational behavior researchers. Previous studies focused mainly on the effects of mediums on people’s choices and not on the role of moderators of a medium effect. The goal of the present thesis is to study two such moderators namely the numerosity of a medium and the cognitive complexity of mediums. In this study, after a thorough theoretical analysis, experimental data is analyzed to explore the relation between numerosity and cognitive complexity of a medium on individuals’ efforts. Our findings suggest that the medium effect is stronger when a medium is more numerous. Also, a more cognitively complex medium makes the mediums more effective.enmedium effectNumerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on EffortThesis or DissertationManagement SciencesMaster of Applied ScienceManagement Sciences
collection NDLTD
language en
sources NDLTD
topic medium effect
Management Sciences
spellingShingle medium effect
Management Sciences
Rahimi Nejad, Mona
Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort
description As a part of loyalty programs in marketing or as incentive plans in companies, mediums have attracted considerable interest from marketing and organizational behavior researchers. Previous studies focused mainly on the effects of mediums on people’s choices and not on the role of moderators of a medium effect. The goal of the present thesis is to study two such moderators namely the numerosity of a medium and the cognitive complexity of mediums. In this study, after a thorough theoretical analysis, experimental data is analyzed to explore the relation between numerosity and cognitive complexity of a medium on individuals’ efforts. Our findings suggest that the medium effect is stronger when a medium is more numerous. Also, a more cognitively complex medium makes the mediums more effective.
author Rahimi Nejad, Mona
author_facet Rahimi Nejad, Mona
author_sort Rahimi Nejad, Mona
title Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort
title_short Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort
title_full Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort
title_fullStr Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort
title_full_unstemmed Numerosity and Cognitive Complexity of a Medium as Moderators of Medium Effect on Effort
title_sort numerosity and cognitive complexity of a medium as moderators of medium effect on effort
publishDate 2010
url http://hdl.handle.net/10012/5547
work_keys_str_mv AT rahiminejadmona numerosityandcognitivecomplexityofamediumasmoderatorsofmediumeffectoneffort
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